The Swiss tourism marketing organization, Switzerland Tourism (ST), recently presented a new brand logo “Switzerland”, which replaces the iconic “Gold Flower” logo after almost 30 years.
This step was presented at the largest industry event in Swiss tourism, the Holiday Day in Geneva. The new logo is intended to represent Swiss values such as nature, hospitality and reliability and was developed in collaboration with the Zurich branding agency MADE Identity.
With this step, ST wants to refresh Switzerland's tourism brand for a new generation and present it on a modern, digital level. The new "Switzerland" brand will be used exclusively in English and will contain a Swiss cross instead of the letter "t", symbolizing the origin and featuring a color scheme of five different shades of red.
ST director Martin Nydegger emphasizes that the new brand should convey trust and be characterized by a modern design. ST is a federal public corporation and works to promote tourism demand for Switzerland at home and abroad. The organization works closely with the tourism industry and is managed according to business criteria.
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